MINI | SEEN FROM A MINI

TBWA\BELGIUM

Belgian cities don’t have a great reputation. Racism, aggression, intolerance… Donald Trump even called the Belgian capital Brussels ‘a hellhole’. As the ultimate urban car for the city, MINI wanted to tackle this negative perception, and finally show the positive things in the city. Because in fact, it’s one of the most diverse, energetic and vibrant cities in the world. You just need to see it. 

In the #SeenfromaMINI photography project we sent several street photographers on the road, with a MINI, to photograph these wonderful positive moments that we often miss. Each time the frame of the car window was used as the frame of the picture. We turned these photographs into a digital and real life exhibition, making us all realize there is a lot of beauty around us, we just need to see it.

THE IMPACT: 

The images became an extensive social campaign, an art exhibition, and an inspiration to look at things differently.